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India's leading men's wedding wear brand, Manyavar, has launched its latest campaign, 'Aap Kab Ban Rahe Hain Manyavar?', focusing on a key milestone in the groom's journey. The campaign invites men to reflect on their transition from boyhood to manhood, celebrating the wedding as a significant moment filled with love and commitment.
As a prominent name in wedding attire, Manyavar supports grooms by offering clothing that complements this important transition. The campaign features narratives highlighting when a boy becomes a man, posing the question to prospective grooms: 'Aap Kab Ban Rahe Hain Manyavar?' This underscores the brand's commitment to style and craftsmanship, while showcasing its evolution as a leader in men's wedding wear.
Entering the next phase of its brand journey, Manyavar shifts its focus towards the groom and his entourage, making the campaign relatable for today’s audience. By connecting with grooms and their close friends, Manyavar ensures that every step towards the wedding day is memorable.
The narrative captures the emotional evolution of the modern Indian groom, emphasising his appearance and readiness to begin a new chapter in life. At its core, the campaign celebrates the groom's journey, showcasing his style and individuality while reflecting on the commitments he is about to embrace.
The storyline illustrates the groom’s experience on this significant day, from the joy of his appearance—surprising even his closest friends—to his emotional adaptation, such as addressing his mother-in-law as 'Mummy' and sharing intimate moments with his bride. The campaign explores what it means to be a Manyavar groom, capturing his transformation through subtle yet impactful gestures.
Vedant Modi, Chief Revenue Officer at Vedant Fashions, stated: “This campaign introduces a new narrative for the brand, where being a Manyavar goes beyond wearing a sherwani—it’s about embracing thoughtfulness, responsibility, love, and respect. ‘Aap Kab Ban Rahe Hain Manyavar?’ invites grooms to reflect on their journey as they evolve into a new role. Manyavar has always celebrated the emotions surrounding weddings, and this new narrative reflects a man’s character while blending style with authenticity.”
The campaign film has been conceptualised by McCann Worldgroup India. Prasoon Joshi, Chief Creative Officer of McCann Worldgroup India, noted, “This campaign uncovers the groom's untold story, often underexplored in advertising. As he takes the leap, priorities shift, and perspectives change. This campaign reveals a man's transformation through humorous and heartfelt moments on his journey to marriage.”
